Mindful Chef, a young company that makes healthy eating easy by delivering all the good-for-you ingredients to create meals, is raising £400,000 on Seedrs and the equity crowdfunding offer is off to a solid start. Launched today, Mindful Chef has already captured 45% of its goal. The initiative has been boosted in part by sharing the fact the Beckhams and members of the England Rugby team, are all fans. Information initially released indicated a funding round of £300,000 but it appears the early demand has compelled the company to set the target higher.
Current investors include former Global Chief Strategy Officer of Interbrand, Leslie Butterfield CBE who commented on the company;
“This is one of the most promising brands in one of the strongest growth markets right now. High-quality product, talented team and major growth market – that makes for a very powerful brand! I’m really excited to be supporting the Mindful Chef team as they build a great business and a powerful brand for the future.”
According to the company, Mindful Chef delivers gluten-free, organic produce with no refined carbohydrates to homes across the UK. Customers choose the recipes, Mindful Chef source and deliver the ingredients. The customer cooks the meal, saving time and minimizing waste.
Mindful Chef was co-founded by Robert Grieg-Gran, Giles Humphries and Myles Hopper. The three founders were previously time-pressed executives in search of a healthy existence. Grieg-Gran and Humphries were both frustrated with low quality convenient food. Hopper is a personal trainer and nutrition expert who brings health credentials to the group. The trio is supported by Head Chef Louisa Mitchell.
Humphries commented on the Seedrs campaign saying there is something exciting about inviting existing customers to become shareholders as well as brand ambassadors;
“£9 billion is spent online on groceries in the UK each year and that number that is set to double by 2020. It is the fastest growing sector of e-commerce,” stated Humphries. “Mindful Chef is a challenger brand in an exciting sector with a number of unique brand differentiators. By fundraising on Seedrs we hope to reach a wider market, build brand loyalty from new investors and take our simple, delicious healthy-eating option to more people. We are excited to invite people to be a part of our long-term journey.”
Mindful Chef has reportedly experienced a 25% month-on-month growth since launch in summer 2014, has a £1 million gross order value, with an average order spend of £36. Additional funding will be used for marketing, technology and launching new products.
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